10 magazines agree: Gender is hazy for Millennials

It may be time to throw the proverbial "baby out with the bathwater" given the gender-blurring proclivities of 80-million plus Millennials, now 18-32 and the largest generation to ever exist.

Powerhouse brands such as Bic and Honda are finding that this group isn’t very receptive to tried-and-true male and female societal roles, and even color palettes, long the way to differentiate baby girls from boys in their early years and shape their future aesthetic preferences. And Gen Z, the 5-17-year-olds coming up right behind them, are simpatico; they find gender-specific products a turnoff.

A Northwestern University professor attributed the desire to be able to choose gender identity at will to the Internet, specifically playing computer games against competitors worldwide whose gender one doesn’t necessarily know, according to USA Today. And living so much of their lives virtually—gaming, communicating and even shopping—helps explain why nearly two-thirds of Millennials and Gen Zs believe gender lines are blurred, according to a study by the Intelligence Group reported in USA Today.

A similar number agree that their generations are “pushing boundaries,” reports the same article. Having ‘lived online’ from an early age, Millennials have also changed the nation’s purchasing habits and see no reason not to shop there, too.

For the food and beverage industry, this means developing an awareness of how these cohorts view gender identities and create packaging that appeals to both genders without alienating consumers of either sex. Companies will also need to consider this when developing children’s products because young parents will likely apply gender-blurred thinking when they shop for their kids, too.

Here’s what to keep in mind when marketing to Millennial and Gen Z shoppers:

Marketing to both genders. If a product has been traditionally geared toward men, figure out a way to draw female shoppers or vice versa. He cited yogurt, which has previously been geared toward women and today, has been repackaged to attract men who seek a protein source for workouts.

Including men where they have been excluded. While many women still conduct a majority of household shopping, men are getting in the game more as families balance busy schedules. Cutting-edge grocery stores have taken notice and reconfigured the aisles and décor to appeal to men, too.

Blurring gender lines in children’s products, too. Don’t expect parents to buy a toy for a boy because it’s blue or to paint their daughter’s room pink. Millennials and Gen Z parents are allowing their children to explore their gender identities and not limiting them to traditional stereotypes.

This area is reserved for members of the news media. If you qualify, please update your user profile and check the box marked "Check here to register as an accredited member of the news media". Please include any notes in the "Supporting information for media credentials" box. We will notify you of your status via e-mail in one business day.